In the world of digital marketing, the pressure to go viral can sometimes overshadow the deeper impact of content. When we collaborated with Melinda French Gates to promote a conversation on wellbeing and social change, the campaign didn't explode with views—but it sparked something even more valuable. Despite modest numbers, the content reached the right people at the right time, contributing directly to the funding that fuels our mission. This case proves that, in nonprofit marketing, success isn't always measured by views—it’s about creating meaningful, long-term impact.

In marketing, generalization can be a costly mistake. When tasked with promoting regional Wellbeing Summits across multiple countries, I faced the challenge of adapting our paid ads to local markets. By focusing on personalization—using familiar faces, local voices, and region-specific visuals—we were able to connect with diverse audiences. But even the best strategies need refinement. Through A/B testing, we discovered that even countries in the same region responded differently to ad formats. This experience reinforced two key rules: personalize your ads for each market and always let the data guide your decisions.

Great campaigns don’t just sell products—they win minds. In my experience, the best marketing is about persuasion: turning an idea into an irresistible force that compels action. When Moët Chandon approached us with a holiday campaign idea, we faced an unexpected challenge—champagne with ice? Despite initial confusion, we embraced the trend and created "Moët on Ice." By combining playful takes on holiday classics and tapping into timeless cultural elements, we crafted a campaign that made a bold, fresh statement. Bold ideas, rooted in cultural relevance, have enduring power.

In a world saturated with flashy tech, how do you make a product stand out? It’s not about the specs—it’s about selling a story. When I worked on the Samsung Galaxy Note9 campaign, our goal wasn’t just to promote the “bigger screen” or the “long-lasting battery.” It was to turn these features into a narrative of ambition, power, and mastery. Through tailored messaging, we showed our audience—visionary leaders, entrepreneurs, and creators—that the Note9 was more than just a phone; it was the tool to help them conquer their world. In this campaign, the specs were just the beginning. The real magic was in selling the reality, where the audience saw themselves as the hero of their own journey.

Breaking into marketing wasn’t part of the plan—but turning Carlos Slim’s wisdom into one of Forbes Mexico’s most-read articles certainly was a game-changer. This case study reveals how creative research and strategic storytelling transformed a PR role into a launchpad for long-term success. Proof that impactful content isn’t about knowing it all—it’s about knowing where to look.

Leading a team is about more than making decisions—it's about listening. In my work on the 2024 Impact Report, I learned the true value of collaboration and how breaking down a massive task into manageable steps can transform chaos into clarity. With a small, all-in-one team, we had to design the report from scratch, and that’s when my teammate Adrian’s game-changing approach took the spotlight. By focusing on smart templates and a streamlined process, we not only finished ahead of schedule but also created a final product that felt cohesive, impactful, and on-brand. Sometimes, the best solutions don’t come from the leader—they come from the team.

In marketing, knowing your audience isn’t just helpful—it’s essential. At Osmos, a SaaS HR startup, I faced the challenge of addressing three distinct audiences—HR executives, accountants, and entrepreneurs—all with the same payroll solution. Through audience segmentation, tailored messaging, and data-driven A/B testing, we created personalized experiences that resonated deeply with each group. The results spoke for themselves: a CPC 20% below the industry average and a significant contribution to the company’s growth and ultimate acquisition. This case study dives into how strategy and precision can transform a product into a solution for the right people.

In digital marketing, data isn’t just numbers—it’s the roadmap to success. While collaborating with Invicta, a bold and dynamic watch brand, I discovered how analytics could illuminate unexpected consumer behaviors. By leveraging A/B testing and analyzing data across targeting, retargeting, and remarketing strategies, we uncovered fascinating patterns: new customers gravitated toward timeless classics, while returning customers embraced daring designs. Combining these insights with real customer stories, we fine-tuned our campaigns to maximize impact, driving sales and deepening brand loyalty. This case study explores how turning raw data into actionable insights can take campaigns—and businesses—to the next level.